P2- Market research for Nivea

Primary research used by Nviea
The methods Nivea used where focus groups where they held a discussion with a group of females, which helps Nviea, understand the beliefs and motivations that the group has. Some of the main findings that resulted with the focus group are that women care increasingly about the condition of their underarms. They also found out that the deodorant segment is still powerful in the market, which is good for Nviea because it means that their product will sell if they aim it directly to females. Also they found women desire to have attractive and neat underarms. This means Nviea have to create a product that smells nice as well as keeps their underarms neat. This also helped Nviea identify the consumer needs of when purchasing a ‘beautifying, caring deodorant’.

The advantages with focus groups are that it provides information the researcher needs to give them ideas with how to target that particular segment. They can also test out the product and get direct feedback on what’s good about the product or what’s bad about the product. Also the research is able to be interactive with the participant as they’re able to use follow up questions and ask questions specific to the information they need. However there are some disadvantages with focus groups such as focus groups not representing the larger population. Nviea done a small female discussion, which is a disadvantaged because a small number of female doesn’t represent the majority of females as not every female, thinks the same as those 5 other females. So it’s important that Nviea do more primary research to get the idea of the larger female population instead of a small of number of it. Also depending of the number of people involved focus groups can be hard to control.

Secondary research used by Nivea

The secondary research methods Nviea used